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EM SUMMIT 2012MICROSESSIONSPONSORSHIP DEALSINCREASING REACH
THE NEXTSPONSORSHIPRENEWAL
MATT PENSINGERSVP, MANAGINGDIRECTOR     Global Brand Experience Agency
6 THOUGHTS IN 20MINUTES
6 THOUGHTS:#1: SPONSORSHIP GUT CHECK#2: ACTIVATION RATIO#3: FIT / IMPACT MODEL#4: TERM SHEET REVIEW#5: STANDARD TRAP REVIE...
#1: WHY?   Addresses a business problem?                      NO? Then, ???                YES? Advance to next           ...
VS.
OLD THINK  AWARENESSNEW THINK  ADVOCACY
#2: ACTIVATIONRATIO
#2: ACTIVATION RATIOWHAT YOU DO DRIVES THE VALUE• Analyze total budget spend to activate  partnership – and forecast reali...
#3: FIT / IMPACT
#3: FIT / IMPACTBRAND ALIGNMENT IS KEY FACTOR• Fit dimensions   – Fits our strategy – strategically sound     (addresses b...
#3: FIT / IMPACTBUSINESS DRIVERS FOR RESULTS• Impact dimensions   – Reach      • Attendance / qualified audience      • Ra...
FITBenefit:Cost ratio = 1:1                                 IMPACT
#4: TERM SHEETREVIEW
#4: TERM SHEET REVIEWASSESS PERFORMANCE OF CONTRACT• Rank the importance of each asset for  your business today• Rank how ...
#5: STANDARDTRAP REVIEW
#5: STANDARD TRAP REVIEWDON’T PAY FOR WHAT YOU CAN’T LEVERAGE• Category Exclusivity• Playoff clauses• Annual fee escalator...
#6: DIRECT SALES
#6: DIRECT SALESLEAVE NO BUSINESS ON THE TABLE• Can your product/service be utilized by  property for its own business?• P...
PUTTING IT ALLTOGETHER
ACTIVATION   FIT /THINKADVOCACY           TO FEE       IMPACT           RATIO        ANALYSISTERM           TRAP         D...
QUESTIONS?
EXPANDING THEREACH OFEVENTS
5 IDEAS IN 20MINUTES
5 IDEAS:#1: PLAN THOSE CHANNELS#2: THINK DEMOCRATICALLY#3: THINK DIFFERENT#4: BE USEFUL#5: MOBILE, MOBILE, MOBILE
#1: PLAN THOSE CHANNELSREACH THE RIGHT PEOPLE FIRST• Whether live or digital, connecting  with the right people is fundame...
#1: PLAN THOSE CHANNELS     Channel         Entice (Pre)   Engage (During)   Extend (Post)   Direct channels (email, CRM &...
#2: THINK DEMOCRATICALLYBRING DIFFERENT AUDIENCES TOGETHER• To extend the appeal of events, think of  them more broadly• C...
SAMSUNG SIDEKICK 4G LAUNCHUNITING CHANNEL + CONSUMERS
#3: THINK DIFFERENTUNIQUE CONTENT IS THE NEW BLACK• Too much same old same old in our  industry• Extend the reach of event...
IT’S HARD TO BREAKTHROUGH—IT REQUIRESNEW THINKING75%“WITH ALL THE MEDIA AND INFORMATIONAVAILABLE TO ME, IF A BRAND WANTS T...
#4: BE USEFULVALUABLE, UNEXPECTED CONNECTIONS• Give people something they actually  want and/or need• Activate a message (...
GIVE PEOPLE SOMETHING TOTALK ABOUT76%“I ONLY ADVOCATE BRANDS IF I’VE HAD GREATPERSONAL EXPERIENCES WITH THEM.”SOURCE: JACK...
CHEVROLET SXSW 2012―CHEVY WAS THE LOVE WINNER IN AUSTIN‖
#5: MOBILE, MOBILE, MOBILEDIGITAL+LIVE IS SO 2011• The new normal for all marketers is  mobile• Mobile internet usage will...
TMALLENGAGING PARTNERS, PRESS, INFLUENCERS
PUTTING IT ALLTOGETHER
PLAN           THINK    THINKTHOSE           DEMOCRAT DIFFERENTCHANNELS           MOBILE   EXPANDBEUSEFUL           MOBILE...
Matt Pensingermatt_pensinger@jackmorton.com@pensinger
Best practices for sponsorship activation strategies
Best practices for sponsorship activation strategies
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Best practices for sponsorship activation strategies

Matt Pensinger, SVP, Managing Director Jack Morton Worldwide spoke at this years Event Marketer Summit about sponsorship and increasing reach for campaigns.

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Best practices for sponsorship activation strategies

  1. 1. EM SUMMIT 2012MICROSESSIONSPONSORSHIP DEALSINCREASING REACH
  2. 2. THE NEXTSPONSORSHIPRENEWAL
  3. 3. MATT PENSINGERSVP, MANAGINGDIRECTOR Global Brand Experience Agency
  4. 4. 6 THOUGHTS IN 20MINUTES
  5. 5. 6 THOUGHTS:#1: SPONSORSHIP GUT CHECK#2: ACTIVATION RATIO#3: FIT / IMPACT MODEL#4: TERM SHEET REVIEW#5: STANDARD TRAP REVIEW#6: DIRECT SALES
  6. 6. #1: WHY? Addresses a business problem? NO? Then, ??? YES? Advance to next step
  7. 7. VS.
  8. 8. OLD THINK  AWARENESSNEW THINK  ADVOCACY
  9. 9. #2: ACTIVATIONRATIO
  10. 10. #2: ACTIVATION RATIOWHAT YOU DO DRIVES THE VALUE• Analyze total budget spend to activate partnership – and forecast reality for renewal phase• Consider which elements are driving tangible results – Can they be amplified?• Sponsor fee : activation spend should be greater than 1:1
  11. 11. #3: FIT / IMPACT
  12. 12. #3: FIT / IMPACTBRAND ALIGNMENT IS KEY FACTOR• Fit dimensions – Fits our strategy – strategically sound (addresses business problem) – Fits our brand – Fits our target customers – Fits our markets – Fits seasonality of our business – Allows us to demonstrate our value proposition
  13. 13. #3: FIT / IMPACTBUSINESS DRIVERS FOR RESULTS• Impact dimensions – Reach • Attendance / qualified audience • Ratings • Digital footprint – Results • Direct sales • Changes in brand drivers • Experience participation • Leads generated – Benefit > cost
  14. 14. FITBenefit:Cost ratio = 1:1 IMPACT
  15. 15. #4: TERM SHEETREVIEW
  16. 16. #4: TERM SHEET REVIEWASSESS PERFORMANCE OF CONTRACT• Rank the importance of each asset for your business today• Rank how well each asset was delivered by the property• Then, rank how valuable you think the property sees each of the assets• Look for the disconnects and bring that into your negotiation
  17. 17. #5: STANDARDTRAP REVIEW
  18. 18. #5: STANDARD TRAP REVIEWDON’T PAY FOR WHAT YOU CAN’T LEVERAGE• Category Exclusivity• Playoff clauses• Annual fee escalators (not tied to performance)• Tickets• Appearance fees/expenses• Speaker/Demo slots• Logo inclusion• Standard package throw-ins
  19. 19. #6: DIRECT SALES
  20. 20. #6: DIRECT SALESLEAVE NO BUSINESS ON THE TABLE• Can your product/service be utilized by property for its own business?• Preferred sales offers to property stakeholders – Employees – Talent/players – Vendors/suppliers – Leagues/Associations – Other sponsors• Targeted offers to end customers – Conference attendees – Season ticketholders
  21. 21. PUTTING IT ALLTOGETHER
  22. 22. ACTIVATION FIT /THINKADVOCACY TO FEE IMPACT RATIO ANALYSISTERM TRAP DIRECTSHEET REVIEW SALESREVIEW
  23. 23. QUESTIONS?
  24. 24. EXPANDING THEREACH OFEVENTS
  25. 25. 5 IDEAS IN 20MINUTES
  26. 26. 5 IDEAS:#1: PLAN THOSE CHANNELS#2: THINK DEMOCRATICALLY#3: THINK DIFFERENT#4: BE USEFUL#5: MOBILE, MOBILE, MOBILE
  27. 27. #1: PLAN THOSE CHANNELSREACH THE RIGHT PEOPLE FIRST• Whether live or digital, connecting with the right people is fundamental to reaching more people• Too many B2B meetings at the wrong time in the customer cycle• Too many consumer activations in the wrong places• Too many digital misses – only 0.55% of YouTube videos have >1 million views; 50% have fewer than 500• Inexcusable!
  28. 28. #1: PLAN THOSE CHANNELS Channel Entice (Pre) Engage (During) Extend (Post) Direct channels (email, CRM & ATL comms)
  29. 29. #2: THINK DEMOCRATICALLYBRING DIFFERENT AUDIENCES TOGETHER• To extend the appeal of events, think of them more broadly• Create experiences that mix up B2B and B2C audiences• Take a ―B2E—brand to everyone‖ approach• Empower different kinds of brand advocates to inspire each other
  30. 30. SAMSUNG SIDEKICK 4G LAUNCHUNITING CHANNEL + CONSUMERS
  31. 31. #3: THINK DIFFERENTUNIQUE CONTENT IS THE NEW BLACK• Too much same old same old in our industry• Extend the reach of events by aiming to create unique new experiences• Create and repurpose experience content as owned media that people will want to share• Leverage content for goodwill and sustained interest in your event program
  32. 32. IT’S HARD TO BREAKTHROUGH—IT REQUIRESNEW THINKING75%“WITH ALL THE MEDIA AND INFORMATIONAVAILABLE TO ME, IF A BRAND WANTS TO GETMY ATTENTION IT HAS TO DO SOMETHINGSPECIAL.”SOURCE: JACK MORTON RESEARCH, 2011
  33. 33. #4: BE USEFULVALUABLE, UNEXPECTED CONNECTIONS• Give people something they actually want and/or need• Activate a message (not just an event) – and make sure it is shareable• Enable the experience to spread
  34. 34. GIVE PEOPLE SOMETHING TOTALK ABOUT76%“I ONLY ADVOCATE BRANDS IF I’VE HAD GREATPERSONAL EXPERIENCES WITH THEM.”SOURCE: JACK MORTON RESEARCH, 2011
  35. 35. CHEVROLET SXSW 2012―CHEVY WAS THE LOVE WINNER IN AUSTIN‖
  36. 36. #5: MOBILE, MOBILE, MOBILEDIGITAL+LIVE IS SO 2011• The new normal for all marketers is mobile• Mobile internet usage will overtake desktop by 2014• 91% of mobile internet is social vs. 79% on desktops• Mobile is the critical way to extend events today – and a immediate way to trigger transactions
  37. 37. TMALLENGAGING PARTNERS, PRESS, INFLUENCERS
  38. 38. PUTTING IT ALLTOGETHER
  39. 39. PLAN THINK THINKTHOSE DEMOCRAT DIFFERENTCHANNELS MOBILE EXPANDBEUSEFUL MOBILE YOUR MOBILE REACH
  40. 40. Matt Pensingermatt_pensinger@jackmorton.com@pensinger

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